Current Research Lab Projects
The mission of the Nonprofit and Voluntary Sector Lab is to strengthen the role of mission driven organizations in society. We apply qualitative methodologies to assess crises facing the sector and to make sense of societal perceptions of voluntary action.
Nonprofits Engaging on TikTok
Our team of 10 TikTok coders utilized a mixed methods research design to textually analyze 1,160 microvlogs to identify patterns in the behavior of 58 nonprofit TikTok accounts. In stage one of the analysis, we qualitatively coded the microvlogs using Lovejoy and Saxton’s social media hierarchy of engagement framework (2012). In stage two, we analyze user engagement through likes, comments, shares, and followers using Python’s TikTok API package and regression modeling at the case level. Through this two-step analysis, we interpret the nonprofits’ behavior alongside their followers’ engagement to determine which nonprofit engagement strategy is most successful to garner attention. In stage three, we interview nonprofit leaders and social media managers about their social media strategy on TikTok to determine if social media strategy aligns with social media messaging.
Wiley, K., Schwoerer, K., Richardson, M. Espinosa, M.B. (2022). Engaging stakeholders on TikTok: A multi-level social media analysis of nonprofit Microvlogging. Public Administration, 0(0). 1-21. https://doi.org/10.1111/padm.12851
Wiley, K., DeMasters, C., Richardson, M., Morgan, K., and Espinosa, M.B.. (2022, May 5). A TikTok ‘how to guide’ for nonprofits: A group of scholars of nonprofits offer 8 tips for building a TikTok community for your organization. 3 Streams, Medium. https://medium.com/@drkimberlywiley/a-tiktok-how-to-guide-for-nonprofits-68fef4709e77
Wiley, K., Schwoerer, K.*, Richardson, M.* & DeMasters, C. (November 2021). A Mixed-methods Analysis of Nonprofit Behavior on TikTok . Association for Research on Nonprofit and Voluntary Action Conference. Atlanta, GA.
Barajas, M. E.*, Richardson, M.* (October 2021). A Mixed-methods Analysis of Nonprofit Behavior on TikTok . UF Undergraduate Research Expo. Gainesville, FL.
DeMasters, C.* and Morgan, K.* (September 2021). Nonprofit Social Media Messaging on TikTok: Examining conditions under which strategy aligns with content output for microvlogs. NVivo Annual Conference. Online.
Richardson, M.*, Wiley, K., Schwoerer, K.* (April 2021) Garnering Attention on Social Media: A Multi-level Analysis of Nonprofit Behavior on TikTok. West Coast Nonprofit Data Conference. Online.
Richardson, M.* Wiley, K., Schwoerer, K.* (March 2021) Garnering Attention on Social Media: A Multi-level Analysis of Nonprofit Behavior on TikTok. UF Undergraduate Research Symposium. Online.
Research Team: Chelsea DeMasters, Marlen Barajas Espinosa, Katherine Morgan, Micayla Richardson, Kayla Schoewer, and Dr. Kimberly Wiley
TikTok Coding Team: Isaiah Arias, Marlen Barajas, Brianna Burte, Chelsea DeMasters, Alanna Koch, Fraleigh Krause, Micalya Richardson, Talia Skollar, Kayla Schwoerer, and Kim Wiley
Organizational Ecology of Florida's Food and Agriculture Nonprofits
Funded by: Southern SARE Professional Development Program Grant
Research Team: Chelsea DeMasters, Marlen Barajas Espinosa, Micayla Richardson, Talia Skollar, Dr. Kimberly Wiley, Dr. Jennifer Jones, Dr. Mickie Swisher
Portrayals of Volunteering on TV
2021 ARNOVA Best Poster Competition Winner
Centralizing Black Students' Voices During UF's Crisis Response to COVID-19 and BLM
Research Assistants: Gabriella Alexis, Lead Research Assistant; Chandler LeBlanc, Research Coordinator; Alina McCloud, Research Assistant; Terrence Vialva, Research Assistant; Kenya Byrd, Research Assistant (FAMU)
Research Faculty: Kimberly Wiley, PI; Jeneé Duncan, Co-PI; Michelle Abraczinskas, Co-PI
Research Consultant: Zoe Flowers
Funded by: UF Research Advancing Racial Justice Research Grant
Alexis, G., McCloud, A., LeBlanc, C. Flowers, Z. & Wiley, K.(November 2021). Centralizing Black Students' Voices During COVID-19 and BLM at the University of Florida. Association for Research on Nonprofit and Voluntary Action Conference. Atlanta, GA.
Alexis, G., McCloud, A. (October 2021). Centralizing Black Students' Voices During COVID-19 and BLM at the University of Florida. UF Undergraduate Research Expo.